I’m fascinated by human nature, how and why people interact, and the processes of how successful results come to be.

If you’ve done any social media outreach — and been successful — then I assume you’ve also been involved in traditional, offline media relations — and been successful.

While there are many similarities, I’ve found that there are enough differences in the process of suggesting stories to media contacts — whether offline or online.

The similarities should go without saying, like:

  • Know the media outlet and person(s) you want to contact. Know what topics are covered, who the audience is, how the people like to receive story suggestions/ideas, etc.
  • Know that — no matter if you’re talking to your client or employer about “hits” or “getting placements” — you are still dealing with people.
  • While you have some level of influence — you do not have anywhere near the final say as to if a story idea is published. After all, it ain’t an ad you’re suggesting — it’s much more valuable.

But the differences are subtle.

Generally speaking, when dealing with offline media, you’re dealing with a professional. Someone at his/her job. Someone getting paid.

When you are dealing with social media — I’m mostly talking bloggers here — you’re dealing with people with a passion about a topic. While more and more bloggers seem to be making a career out of it, there are still very much elements of dealing with an every-day person who is blogging more out of passion than profession.

The subtly comes in how you contact the two types of media outlets.

Assuming personal preferences don’t dictate otherwise, it seems:

With offline, traditional media, you give them the materials that will make it easier for them to write a story about your suggestion. Materials like sending images or links to images; sending a well-written, AP-Style news release; and coordinating an interview between a reporter and your client/employer.You’re definitely not writing the story for them, but you are doing as much of the leg work as possible.

With online, social media, you are providing access to information, images and people. You direct bloggers where to get the information, and what you can provide (like contact information for a company official, and information that you can’t link to).

While the decision whether or not your story idea is published is ultimately up to the reporter or blogger, it seems more important that the blogger maintains an air of independence and separation from the subject than the reporter. It’s not a huge separation, but because it is the job of reporters to get information, there’s a closer relationship between professional media and PR/media relations personnel.

With bloggers, generally speaking, they didn’t start blogging because they wanted to inform. So, my feeling is that PR/media relations personnel need bloggers way much more than bloggers need PR/media relations personnel.

I definitely don’t mean to impune the objectivity and independence of professional media, but it seems there is a stronger need and desire by bloggers to remain untarnished by PR/media relations professionals.

Thoughts?

-Mike